Not every site needs rebuilding. A refresh keeps what you have — structure, copy, navigation — and brings the surface up to date. It's the smaller of the two jobs, and it's the one most sites actually need.
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Redesign and refresh get used interchangeably, and they shouldn't be. A redesign reconsiders what the site is doing. A refresh accepts that and updates how it looks. Choosing the wrong one is expensive in both directions.
Ask what's actually failing. If visitors can't find what they came for, if the navigation confuses people, if the offer isn't clear — that's structural, and a refresh will make a confusing site a better-looking confusing site.
If people find things and convert, but the site looks older than the company does, that's surface, and a refresh is both sufficient and much cheaper. Most sites that people feel bad about are in the second category.
Type, colour, spacing, imagery treatment, component styling, and responsive behaviour. Not the page inventory, not the navigation structure, not the content strategy.
Holding those fixed is what keeps the risk low. You aren't retraining returning visitors or gambling with pages that already rank — you're changing how the same thing looks.
The reason sites go five years between refreshes is that a refresh used to cost most of what a redesign cost. When generating a refreshed page takes minutes, the natural cadence changes.
Refreshing the pages that matter once a year, rather than everything once a decade, keeps a site from ever reaching the state where only a rebuild will do.
Refresh your busiest page first and judge the rest from there.
Start for free, upgrade when you need to. No hidden fees or contracts.
Switch to yearly and keep up to $200
Perfect for testing the waters
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or $200/year — keep $40
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or $500/year — keep $100
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or $1,000/year — keep $200
